Visual-DrivenWebsiteto Reflect BAM'sEthos andExperience

Cyber-Duck has worked closely with BAM Construct UK, a leading construction and property services company, for the past ten years. On this occasion, we executed a strategic design overhaul of BAM’s corporate website. We wanted to reflect the company’s integrated services, its business ethos and project experience.

The editorial-style case studies and professional project photography have been popular with the target audience and the website receives over 23,500 visitors a month.

OBJECTIVES

Over the years, we have launched a variety of projects for BAM Construct UK: from web production to marketing and social campaigns.

One powerful objective drove all our work. BAM wanted to demonstrate its unique capabilities of being an integrated contractor that can offer design, services engineering, construction and facilities management services for large-scale projects, as well as being known for its customer-centric approach, creativity and focus on sustainability.

Most recently, we transformed the company’s corporate website to better reflect its core identity. The previous design was confusing to navigate, contained too much content and was not optimised for mobile devices. Only a strategic design overhaul could reflect BAM’s true credentials.

PARTNERSHIP WITH BAM

Cyber-Duck has worked in partnership with BAM since 2008. Previously, we developed a visual, animated microsite that reflected the company’s sustainability credentials – and engaged over 60,000 visitors.

WE AIMED TO:

Convey BAM’s ethos, values and people, including a platform to share industry insights.

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Optimise the site for mobile use, as the company’s target audience often browsed while on job sites. Previously, the mobile bounce rate was 10% higher than desktop.

USER-CENTRED STRATEGY

Our user-centred design process analysed, defined and placed BAM’s diverse audience at the heart of every design decision. Production was guided by personas, which summarised key audience segments for easy reference. These were created from insights gathered during our extensive audience research, interviews and information architecture workshops with BAM’s stakeholders.

PHOTOGRAPHIC WEBSITE

The new website ensured BAM’s unique construction projects took centre stage. Now, visitors understand the scale of what the company does and who its people are in just a few clicks!

The simplified navigation and targeted responsive design has streamlined key user paths. We created a rich visual design that promoted bespoke professional photography of completed projects. Even the homepage featured a full-width banner of BAM’s latest marvel!

Content and call-to-actions (CTAs) drive visitors to the ‘How we do it’ section. This features editorial-style case studies, which please both short- and long-form users by balancing graphics, stats and storytelling. The bespoke back-end and easy-to-use CMS means BAM can keep this content fresh.

Meanwhile, the ‘Who we are’ section showcased the values and insights of BAM’s team. The highlight is an illustrated timeline of the company’s history – dating all the way back to 1874!

OUTCOME

The overhaul of BAM’s corporate website was a powerful content, design and technology upgrade. Perfectly aligned with its communication strategy, the rich visual design strength showcases BAM’s experience and people.

Packed with professional project photography, the case studies have been particularly useful for business development. In the first year since launch, audience participation has improved:

1. Website traffic

The website receives over 23,500 visitors per month. Close to 70% are new to the site.

2. Mobile visitors

These users enjoy the tailored, responsive design. 27% of traffic is now from smartphones or tablets: a 5% rise.

3. Press coverage

Articles hailed the website as an example of best practice for mobile-friendly design in the industry. These included Construction Manager, Construction News and UK Construction Online!

Working with Cyber-Duck has been a truly enjoyable experience. We wanted a new corporate website that placed users first, and they delivered what was expected and beyond.

Right from early wireframes to visual design, Cyber-Duck provided us with support and guidance. The team understood our brief, and workshops with our stakeholders added value for the end product. Overall, Cyber-Duck produced a truly amazing website, with a design and user experience that conveys our ethos and services.